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Fisherman's Friend continues Suck it Up campaign

Lozenge brand Fisherman's Friend is conducting a Canadian campaign called "Suck it Up." The effort is intended to raise awareness of the brand by encouraging consumers with colds or allergies to be tough about it. The campaign includes experiential initiatives, influencer marketing and event sponsorships, as well as advertising and social media activities.

The experiential component began in the summer with sponsorships and other promotional activities related to Tough Mudder endurance race events in British Columbia, Alberta and Ontario. Promotional worker invited participants to test their strength with bell-and-mallet installation for prizes. Influencer marketing took place during the Toronto International Film Festival when ET Canada host Cheryl Hickey posted about the product on Twitter, Instagram and Snapchat. The brand also conducted a contest component, the winner of which conducted the official coin toss at a CFL game on Thanksgiving weekend.

The effort will continue into the fall with additional influencer activities and advertising. The campaign was developed by Giants & Gentlemen of Toronto, with media planning and buying by Mediacom. Social media and experiential events are being handled by Midfield. Lamb Creative Group is conducting publicity and influencer activities.

"The Fisherman's Friend 'Suck it Up' campaign takes an irreverent approach to ushering in the beginning of cough, cold and flu season," said Esmeralda Guevara, marketing manager at TFB & Associates, the Canadian distributor of the brand. "With the addition of soothing Honey Lemon flavour to our sucrose-free product line, this campaign gives us the opportunity emphasize the variety of tasty options available and encourages people to share their experience with their friends."